綠色產品價格與外觀對跨文化消費者購買意願之影響

The Impact of Green Products' Price and Appearance on Cross-Cultural Consumer Purchase Intention

林育則(Yu-Tse Lin) ； 洪詠捷(Yung-Chieh Hung)

《行銷評論》 12卷3期 (2015/09) Pp. 289-322

摘要

本研究利用實驗法探討產品價格及美觀兩種不同的綠色產品屬性對於跨文化消費者購買意願的影響，冀求本研究能提供想進入綠色產品市場之企業些許建議。結果顯示東方文化消費者購買綠色產品意願高於西方文化受訪者，而綠色產品外觀也會影響消費者制訂購買決策。在市場缺乏綠色產品相關資訊的情況下，企業制定產品高價能讓消費者覺得產品為高品質，進而提升購買意願。企業未來可針對跨文化消費者制定不同的行銷策略，提升顧客購買綠色產品之意願。

關鍵字

綠色產品 ； 價格 ； 產品外觀 ； 環境保護 ； 跨文化消費者

並列摘要

This study mainly uses experimental method and makes use of two hundred and forty samples (half of them are western consumer; others are Eastern) to experiment. We try to investigate the impact of these two different elements of green products (price difference and the product appearance) for cross-cultural consumers purchase intention and look forward to this study can provide some useful information for green product manufacturers.

並列關鍵字

green product ； price ； product appearance ； environmental protection ； cross-cultural consumers

參考文獻

Clancy, A. B.(2010).Going for the green.Smart Business Orange County.14(2),6.

Simpson, M.,Taylor, N.,Barker, K.(2010).Enviornmental responsibility in SMEs: Does it deliver competitive advantage?.Business Stragtegy and the Environment.13(3),156-171.

Heidrich, O.,Tiwary, A.(2013).Environmental appraisal of green production systems: Challenges faced by small companies using life cycle assessment.International Journal of Production Research.51(19),5884-5896.

Bertini, M.,Wathieu, L.(2010).How to stop customers from fixating on price.Harvard Business Review.88(5),85-91.

Curry, D. J.,Riesz, P. C.(1988).Prices and price/quality relationships: A longitudinal analysis.Journal of Marketing.52(1),36-51.